In its never-ending quest to accommodate new exhibitors, Nielsen Expositions will erect a temporary structure across West Temple Street from the Salt Palace to house more than 150 companies at next months Outdoor Retailer Summer Market in Salt Lake City.
The New Exhibitor Pavilion will provide a dedicated area where retail buyers can find new exhibitors directly across the street from the Salt Palace’s north entrance and the Radisson Hotel. An additional 50 first-time exhibitors will have booths in the Salt Palace’s Grand Ballroom and mezzanine area, where new brands have been located in years past.
The number one reason for coming to the show is to see new exhibitors and new products, said Kenji Haroutunian, VP at Nielsen Expositions and OR show director. If that’s what they want to do, they really need to make it out to the pavilion.
The New Exhibitor Pavilion will host brands ranging from lifestyle clothing and hardgoods manufacturers to solar technology and surfboard makers, giving attendees a consolidated location to view innovations from brands new to OR. To lure retailers, there will be daily prize raffles for retailers, offering everything from new skis to iPads.
There will also be special open hours, including early bird mornings with free coffee, and healthy gourmet food vendors. Attendees will receive updates on activities in the New Exhibitor Pavilion through the OR Summer Market 2011 mobile app and signage throughout the show will direct buyers to the new area.
A similar effort aimed at drawing retailers to a new exhibitor area on the floor of the Energy Solutions Arena just west of the Salt Palace failed in 2008. Outdoor buyers, it seems, are much less inclined to explore Outdoor Retailer than they are the outdoors.
